The impact of the creator economy on the next generation

Nick Richardson

This article explores children and teenagers’ changing media habits, and why they are embracing the creator economy as consumers and participants.

Brands and the creator economy

This article is part of a series of articles from the WARC Guide to brands and the creator economy. Read more.

Introduction

There has never been more opportunity for creatives to make money from their passion. Developments in e-commerce and digital monetary channels have opened up revenue streams that weren’t available less than five years ago, and kids, tweens, and teens are starting to take note.

What implications will this have for kids’ content consumption, shopping habits and career aspirations? Will the next generation turn away from big names and brands, or is...

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